Brand of the Month
80% of Re:Scene’s Growth Comes from Consistency

[BizHankook] There are various ways to build a brand these days. You don’t need to run massive advertising campaigns, nor do you need to front famous models. In fact, people pay more attention to the actions a brand takes rather than how it describes itself. Often, sincerity built over time is belatedly recognized, or a brand's long-held philosophy is rediscovered through collaborations or content. We live in an era where the standards a brand has consistently followed become its competitive edge, more so than flashy events.

The brands that drew attention in July 2026 reflect this same trend. Re:Scene created a 'reverse-run' (chart-climbing) syndrome as its steadily accumulated content and musicianship finally saw the light of day, surpassing superficial marketing. Nice Ghost Club expanded its own worldview by continuing collaborations centered on its brand identity of 'fantasy,' rather than chasing trending IP. Mega MGC Coffee built relationships with customers by adding fun to small daily touchpoints, such as receipts and kiosks, while Nunu established itself as a beloved character brand over 10 years by choosing its own pace over rapid growth. Hyundai Motor Group opted to have people experience its technological prowess directly through content spanning film, sports, and games, instead of merely explaining it.

The common denominator is clear. All five brands have consistently accumulated their own philosophies and assets rather than chasing immediate buzz, and the results have naturally emerged at their touchpoints with consumers. These are examples that show that the power of a brand ultimately comes from how long it acts consistently, not how loudly it speaks.

The brand community bemyb selected Re:Scene, Nice Ghost Club, Mega MGC Coffee, Nunu, and Hyundai Motor Group as the 'Brand of the Month' for July 2026. The categories for selection are 'Enjoying,' 'Wearing,' 'Eating,' 'Staying,' and 'Using,' respectively. Every month, bemyb selects notable cases based on identity, timeliness, differentiation, communication, and buzzworthiness among brands in daily life.

The keyword that runs through these selected brands is 'proof built by consistency.' Brands that have long accumulated their own philosophies and identities are eventually discovered by consumers. These cases demonstrate a shift from an era of explaining brands to an era of proving them.

Wearing : ‘Nice Ghost Club,’ prioritizing brand worldview over trends

Selected in the 'Wearing' category, Nice Ghost Club showed how IP collaborations for fashion brands can remain as brand assets. In July, it garnered attention by launching a collection in collaboration with the Japanese animation 'JoJo's Bizarre Adventure,' a first for a domestic fashion brand. The brand has also consistently collaborated with works that possess strong fandoms, such as 'Junji Ito' and 'Cowboy Bebop.'

Nice Ghost Club is a fashion brand introduced by Mediquitous in 2021. The name means 'Club of Kind Ghosts.' From its early stages, it adopted 'fantasy' as its core brand concept, infusing subculture and animation sensibilities throughout its clothing and campaigns. It focuses on creating new scenes by selecting IP that fits the brand's inherent worldview, rather than simply slapping popular characters onto products.

Its proprietary IP, 'Ghost Angels,' follows the same logic. By embodying the brand's persona as a character, it showcases the fantasy worldview pursued by Nice Ghost Club. After being unveiled for the first time in 2024, it reappeared this year as a new collection due to fan demand. They are not merely borrowing the recognition of other works, but are building their own character assets that could one day be collaborated on with other brands.

Eating : ‘Mega MGC Coffee,’ closer to customers with a single receipt

Selected in the 'Eating' category, Mega MGC Coffee captured consumer interest not through huge advertising campaigns, but through a single receipt exchanged at its stores. This is the so-called 'ghost story receipt' marketing, where phrases such as "Even if your back feels cold, please focus on your drink" were printed on the receipts of customers who purchased new summer menu items.

The phrasing borrowed the style of 'Napolitan ghost stories,' which became popular online. It begins like a mundane notice but becomes increasingly strange as one reads on. Customers photographed receipts containing these unexpected phrases and shared them on social media, leading to natural diffusion without any separate explanation. Thanks to the buzz, the summer new menu themed around 'K-Horror Specials' exceeded 1 million cumulative sales within two weeks of launch.

Mega MGC Coffee had previously built public recognition through marketing featuring high-profile models like Son Heung-min and popular idols. However, this time, it utilized the most daily moment when customers order and pay. Instead of the influence of celebrities, they chose a small bit of fun that only customers who visit the store can discover.

Similar attempts have occurred before. There was an event where customers could select 'Today’s Lucky Cat' on the kiosk, which would lead to a cat drawing on the cup holder or beverage cup. This, too, became a hot topic online as customers photographed and shared the different drawings they received. They created a reason to visit the store without significantly changing the taste or price of the drinks.

It is difficult to differentiate in the low-cost coffee market based solely on price and menu. Mega MGC Coffee looked again at the kiosks, cups, and receipts they were already using to interact with customers, rather than trying to create a new touchpoint. They added a unique touch of fun to these trivial points and made customers spread it themselves.

Staying : ‘Nunu,’ lasting 10 years by knowing when to pause

Selected in the 'Staying' category, Nunu is a brand that has been loved for 10 years by choosing its own pace over rapid growth. Created by world-renowned artist Jean Jullien and creative director Hur Jae-young, Nunu interprets small, everyday scenes through witty drawings and characters.

The brand began in 2016 with Jean Jullien’s first solo exhibition in Korea. To coincide with the exhibition, they introduced a collaboration collection combining Jullien’s drawings with the clothing brand Hur was operating, which led to the official launch of the Nunu brand the following year. Two characters, each based on Jullien and Hur, became the faces symbolizing Nunu, appearing on clothing, cups, furniture, and lifestyle items.

Nunu celebrated its 10th anniversary this year. At its Hannam-dong flagship store, it held an exhibition titled 'Maison Nunu' to look back on the works, products, and records accumulated over the last decade. In July, it unveiled a collaboration collection with Doraemon, based on the commonality of 'invention and imagination.' Because they had a unique character and sensibility built over 10 years, they were able to create Nunu-esque results even when meeting other famous IP.

However, Nunu’s 10 years were not entirely smooth. In 2018, when the brand was gaining a lot of attention, Nunu actually stopped activities for two years to reorganize. This was because they judged that continuously expanding products and collaborations to increase sales could deplete the artist's creative activities. It was not an easy choice to pause during a growth phase.

Through that time, Nunu established the principle of "making only what we truly want to make." Rather than grabbing every opportunity, they thought first about the core assets the brand needed to protect. As a result, they became a brand that expands at its own pace for 10 years, rather than a character brand that is quickly consumed and forgotten.

Using : ‘Hyundai Motor Group,’ choosing to show instead of explain

Selected in the 'Using' category, Hyundai Motor Group drew attention with a strategy of showing its technology and heritage directly within the content people enjoy, instead of explaining them with advertising copy. They are delivering their brand story by naturally featuring cars and robots on different stages such as movies, sports, animation, and games.

In the recent hit movie <Hope>, Hyundai’s heritage model 'Stellar' appeared as a police car. It played the role of showing the movie's 1980s period background while increasing immersion in action scenes. It was more than a simple vehicle sponsorship; they utilized the history Hyundai has built as part of the movie.

At the 2026 FIFA North/Central America World Cup, they put future technology at the forefront. During the halftime of the round of 16 match, Boston Dynamics' humanoid robot 'Atlas' appeared to recreate the celebrations of famous soccer players and deliver the match ball to the referee. Hyundai Motor Group has been a FIFA sponsor in the automotive sector for 27 years, but recently they have been expanding their sponsorship strategy by moving beyond just exposing logos and vehicles, turning technology into a spectacle.

Experiments utilizing content have continued for some time. In 2024, they produced the short film <Night Fishing> with CGV. It drew attention for its 10-minute runtime, 1,000 won admission fee, and the fact that it was shot entirely using cameras mounted on the Ioniq. It is an example of showing technological prowess through the filmmaking process itself, rather than listing the car’s features.

They have also expanded touchpoints for young consumers and virtual spaces. They introduced a spin-off animation in collaboration with the popular character 'Catch! Teenieping,' and allowed users to directly experience Hyundai's cars and robots on Roblox and Zepeto. While the delivery method changed depending on the generation and platform, the principle of letting consumers naturally encounter the brand while enjoying the content remained consistent.

Enjoying : ‘Re:Scene,’ turning accidental buzz into recognized skill

Selected in the 'Enjoying' category, Re:Scene created a 'reverse-run' syndrome by carrying interest that started from a single YouTube video over into music, fandom, and the advertising market. As a girl group under The Muse Entertainment that debuted in 2024, their public recognition rapidly expanded as the members' natural personas and consistently accumulated skills were belatedly discovered.

The starting point of this chart-climbing was a Geoje travel video released on member Won-i’s YouTube channel last March. The 'Geoje Yaho' that Won-i shouted while visiting her hometown of Geoje with member Minami became a buzzword, and the members’ dialects, natural conversation, and unadorned relationships drew attention. In content released afterward, their friendly characters and chemistry between members continued, rapidly expanding their fan base.

Public interest connected to advertisements and regional promotion. Re:Scene was selected as a model for various brands such as CU, Narangd Cider, T-Order, and Domino's Pizza, and requests for broadcast and event appearances followed. As the content set in Geoje and the members’ local colors became a hot topic, regional ambassador activities followed centered on the members’ hometowns, including not only Geoje but also Gyeongju, Suwon, and Goyang.